Tv+vod= friends with benefits

1. MAURICIO LEON
COMMERCIAL DIRECTOR
PERFORMICS
SIMON NUDDS
DIRECTOR OF UK
MEDIA ANALYTICS
NIELSEN
DORON WESLY
HEAD OF MARKET STRATEGY
TREMOR VIDEO

2. WITH BENEFITS?

3. VOD IS A LEAN-FORWARD
MEDIUM WITH LESS
CLUTTER THAT CAN:
AMPLIFY AWARENESS GENERATE MORE
EFFICIENT & EFFECTIVE
CAMPAIGNS
COMPLEMENT
A TV BUY

4. OBJECTIVE:
HOW DOES VOD COMPLEMENT

5. PHASE ONE:
VOD CONTRIBUTION TO TV’S
INCREMENTAL REACH
PHASE TWO:
VOD CONTRIBUTION TO TV'S
AWARENESS AND MESSAGE
ASSOCIATION

6. PHASE ONE:
VOD CONTRIBUTION TO TV’S
INCREMENTAL REACH
OCT. 2011 - DEC. 2011

7. TV + VOD
INCREMENTAL REACH
a. FMCG Beverage Alcohol 1.33%
b. FMCG Beverage 0.33%
c. Finance 0.44%
d. Retail (ce) 0.19%
e. Tech 0.45%
10-41% OF PEOPLE ONLINE WERE
NOT EXPOSED TO TV
a. FMCG Beverage Alcohol A16-34 ~41%
b. FMCG Bev ABC1 Women ~14%
c. Finance ABC1 ~20%
d. Retail (ce) ABC1 ~10%
e. Tech A16-34 ~15%

8. METHODOLOGY
FUSION OF TV AND VOD (ONLINE) PANELS
MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN
5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH
MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011

9. TAG
STEP 1
VISUALISE
STEP 2
EXTRACT
STEP 3
COMBINE
STEP 4
METHODOLOGY

10. BARB
Respondent
Level Data
Nielsen Online
Respondent Level Data
To isolate the impact of online activity when
combined with TV, we utilize Nielsen-IMS’
CampaignRF fusion tool
METHODOLOGY

11. BARB
Respondent
Level Data
Nielsen Online
Respondent Level Data
On-the-fly fusion
Using common demo
variables
We link respondents from one dataset to another
by using the common variables (i.e. demos, geo
demos, etc.) that exist on the BARB panel, Nielsen
NetView panels and a hub where the reach results
are reported.
METHODOLOGY

12. These linking variables were validated by a series
of statistical tests and analyses to ensure they
closely match to produce an accuracy level of 95%
or higher.
Nielsen Online
Respondent Level Data
On-the-fly fusion
Using common demo
variables
“Fused result of TV and
online viewing”
METHODOLOGY

13. FMCG BEVERAGE ALCOHOL A16
64.6%
65.93%
TV Only TV + VOD
VOD Effect
Incremental
to Base of
Campaign
% Reach
70%
25 150
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

14. FMCG BEVERAGE ABC1W 15+
87.56% 87.89%
TV Only TV + VOD
VOD Effect
Incremental
to Base of
Campaign
% Reach
90%
50 550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

15. FINANCE ABC1 ADULTS
% Reach
78.46%
78.9%
TV Only TV + VOD
VOD Effect
Incremental
to Base of
Campaign
80%
50 250
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

16. % Reach RETAIL (CONSUMER ELECT) ABC1 15+
89.72% 89.91%
TV Only TV + VOD
VOD Effect
Incremental
to Base of
Campaign
% Reach
90%
50 600
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

17. TECH 16-34S
87.38% 87.83%
TV Only TV + VOD
VOD Effect
Incremental
to Base of
Campaign
% Reach
90%
50 550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

18. VOD PENETRATION
UK DIGITAL VIDEO VIEWERS
Digital Viewers
(millions)
32.6
34.4
36.3
37.8
40.0
–% change
–% of internet users
–% of population
2012
8.9%
69.9%
51.4%
2013
5.5%
71.7%
53.8%
2014
5.8%
74.1%
56.4%
2015
4.1%
75.6%
58.3%
2016
39.1
3.3%
76.7%
59.7%
2017
2.4%
77.4%
60.6%
Source: eMarketer, Feb 2013

19. PHASE TWO:
VOD CONTRIBUTION TO TV'S
AWARENESS AND MESSAGE
ASSOCIATION

20. VOD AMPLIFIES

21. VOD +

22. INCREASE RETURN
VOD + ON BRANDING

23. VOD EXTENDS
IMPACT

24. METHODOLOGY
EXPERIMENTAL DESIGN (TEST VS. CONTROL)
NATIONAL REP. SAMPLE FOR ABC1 TARGET
VOD EXPOSURE BASED ON COOKIE FILE
TV EXPOSURE (OTS) BASED ON MEDIA
CONSUMPTION REPORTING (12 MIN. SURVEY)
AVIVA
MEASUREMENT PERIOD: AUG.-NOV. 2012

25. MEDIA CONSUMPTION QUESTIONS
Do you watch
commercial TV?

26. Thinking about your commercial
TV viewing habits, on average,
what time of day do you watch
TV?

27. On average, how many hours of
commercial TV do you watch a
day?

28. Which, if any, of the following TV
shows have you watched since 1st
of Sep. 2012?
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep 1 2012

29. Which, if any, of the following TV
shows have you watched since 1st
of Sep. 2012?
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep 1 2012
SPOT SCHEDULE
ITV / ITV+1
• Downton Abbey
• Coronation Street
• X-factor
Station Day Time Sec Programme
ITV
London
Sun 9:45:00
PM
:30 Downton Abbey

30. VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
33%
39%
37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

31. VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
33%
39%
37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

32. VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
33%
39%
37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

33. VOD AMPLIFIES TV DOMINANT STRATEGY
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
VOD Effect
Incremental
to Base of
Campaign
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)

34. VOD AMPLIFIES TV DOMINANT STRATEGY
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
29.2%
43.6%
48%
26.1%
31.7%
-3.1%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

35. VOD AMPLIFIES TV DOMINANT STRATEGY
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
29.2%
43.6%
48%
26.1%
31.7%
-3.1%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

36. VOD AMPLIFIES TV DOMINANT STRATEGY
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
VOD Effect
Incremental
to Base of
Campaign

37. RETURN ON BRANDING INVESTMENT
It appears that TV + VOD are less cost efficient at increasing awareness and message association.
But the story is very different for light TV viewers (1/4 of ABC1 Target).
Cost to Raise Awareness per Person (Index)
Unaided Awareness 100 171
Message Association 100 101.1
TV TV + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week

38. TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy,
Medium, Light 39.5%
Aviva TV Light 48.4%
Aviva VOD 55.5%
Heavy, Medium, and
Light TV Viewers
EFFECTIVE REACH

39. TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy,
Medium, Light 39.5%
Aviva TV Light 48.4%
Aviva VOD 55.5%
Heavy, Medium, and
Light TV Viewers
EFFECTIVE REACH
26M VIEWERS ABC1 hrs./day
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing 55.5% of TV viewing

40. TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy,
Medium, Light 71%
Aviva TV Light 31.5%
Aviva VOD 77.7%
Heavy, Medium, and
Light TV Viewers
TOTAL REACH
26M VIEWERS ABC1 hrs./day
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing 55.5% of TV viewing

41. RETURN ON BRANDING INVESTMENT:
TV HEAVY/MEDIUM VS. TV LIGHT
Cost to Raise Awareness per Person (Index)
Unaided Awareness 100 108.6 58.7
Message Association 100 528.3 63.8
TV
TV Heavy/Medium + VOD TV Light + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day

42. PHASE 2: MESSAGE ASSOCIATION
Decay
ON
AIR
WK 1 WK 2 WK 3 WK 4
VOD
TV
Message -3.1 Association +2.5
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

43. PHASE 2: MESSAGE ASSOCIATION
Decay
ON TV OFF-AIR VOD ON-AIR
AIR
WK 1 WK 2 WK 3 WK 4
VOD
TV
-3.1 Message Association +2.5
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

44. ON TV OFF-AIR VOD ON-AIR
AIR
WK 1 WK 2 WK 3 WK 4
VOD
TV
WK 5 WK 6 WK 7 WK 8
-3.1 Message Association +2.5
y = -22.81ln(x) + 48.202
R2 = 0.86996
PHASE 2: MESSAGE ASSOCIATION
Decay
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

45. FRIENDS WITH BENEFITS INDEED
HYPOTHESIS
VOD is a lean-forward medium with less
clutter that can:
• Amplify awareness and reach
• Generate more efficient and effective
campaigns
• Complement a TV buy
TV + VOD = TV WITH BENEFITS
Incremental Reach: VOD + TV increases
by up to 1.33%
When TV goes dark: VOD bolsters brand
awareness by 5.5%, extending campaign
Light TV Viewers: TV + VOD (vs. TV alone) delivers
almost 2x the return on branding
Brand Performance: TV + VOD drive higher brand
performance

46. THANK YOU
MAURICIO LEON
mauricio.leon@performics.co.uk
SIMON NUDDS
simon.nudds@nielsen.com
DORON WESLY
dwesly@tremorvideo.com
@sabredutch